The Importance of Optimizing Emails for Mobile

As mobile internet usage continues to increase, mobile email usage is not being left behind. In a  new report released late last week, marketing agency Knotice found that more than 27 percent of emails were opened on a mobile device during the second half of 2011.

This number marks a soaring increase of 36 percent overall in 2011. According the report, mobile phones accounted for 20.6 percent of mobile email opens, with tablets making up the other 6.8 percent.

An important note – the report is quick to point out that although open rates are on the rise, click activity is still lagging behind. The most likely reason for this discrepancy is that a majority of email content is still not optimized for mobile users, which makes it hard for recipients to take action.

This means many businesses are missing opportunities to convert and engage with leads. If you are using an email marketing service or sending out your own emails, here are a few things to look for to make sure you are optimizing your emails for the growing mobile segment:

  • Test compatibility on multiple email clients and devices. The best services will allow you to perform a “preflight check” to check email compatibility and preview your emails on different clients and devices.
  • Create both HTML and Text formats of your emails for BlackBerry users. Some services will automatically generate both versions for you. This is a necessity in reaching mobile users.
  • Know the deliverability score of your emails. Make sure you are checking all of your emails for deliverability in order to stay out of spam filters.

You can download the full report from Knowtice, no charge or registration required.

What steps are you taking to incorporate mobile into your marketing strategy. We would love to hear your ideas!